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CAPE TOWN TOURISM2010 FIFA WORLD CUP PROGRAMMES
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1. Welcome & Introduction
2. Cape Town: 2010 FIFA World Cup Host City
3. Cape Town Visitor Strategy – towards 2010 and beyond
4. 2010 Tourism Readiness & Legacy
5. Conclusion
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CREATIVITYTABLE MOUNTAIN
THE PEOPLE
ROBBEN ISLAND
ICONIC CAPE TOWN
COLOUR
ENVIRONMENT
V&A WATERFRONT
PENGUINS
LIFESTYLE
CULTUREFOOD AND WINE
STYLE
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AWARD WINNING CAPE TOWN• Favourite World City – UK Telegraph November 2008
• Top of the 10 long haul destinations for 2009 – British Airways
• 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure
• 4th Top City in the World & Best in Africa & the Middle East – Condenast Traveller
• 3rd Best World Food City - Lonely Planet Blue List
• Best Destination in Africa - World Travel Awards
• Best City to live in Africa & the Middle East – Mercer Quality of Living Survey
• One of the “Places of a Lifetime” – National Geographic Traveller
• One of the World’s 20 most Sustainable Cities, Ethisphere Institute
• Boulder’s Beach named World’s Best Family Beach - UK Telegraph
• #1 UK Long Haul Destination - UK Trends & Spends Survey
• One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk
• Favourite Foreign City - UK Telegraph
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CAPE TOWN IS READY TO WELCOME THE WORLD
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SOME FACTS ABOUT 2010• Record 204 countries participating• 350 000+ visitors expected in SA• 4 out of 5 visitors indicate they prefer Cape Town• 3 million tickets for 64 matches• 2010 TV Rights worth R14,7 billion• Provisional Income: $ 3 billion+• Final Draw in Cape Town, Dec 2009• Confederations Cup, June/July 2009• World Broadcasters Conference, Cape Town 2009• Green Point Stadium – 9 matches• FIFA Fan Park at Grand Parade • FIFA Fan Mile linking Grand Parade with Stadium• 3 Public Viewing Areas: Athlone, Bellville, Swartklip• 2 Training Venues & at least 3 Base Camps
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OPPORTUNITIES• Destination Marketing
• Legacy– Economic Development & Job Creation– Improved and new infrastructure– Civic Pride– Service Excellence– Sustainable & Green Cape Town– Safety & Security– 365 destination
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ACCOMMODATION• 16 000 rooms in 45 min• 7 000 rooms in 15 min • 3 500 rooms in walking distance• 8 new hotels
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THE CUSTOMER JOURNEYMarketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’.
Dream/ select Plan Book Visit
Recollect, recommend anticipate
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PROJECT SCOPE• Destination Marketing
• Visitor Services
• Industry Services & Accommodation
• Responsible Tourism
• Communication
• eMarketing
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2010 Destination Marketing
2010 International
Source Markets
2010 Events/ FIFA
Events
2010 Domestic Leisure
Marketing
2010Destination
Profiling
2010 Destination Activation
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B2010
Visitors Services
2 2010
Management of Existing Visitors
Services Platform
32010
Integrated Visitors Safety Programme
42010
Visitors Services Excellence Training
1 2010ICT
5 2010
Visitors Services Network Alignment
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C2010 Accommodation
2
2010FIFA
Accommodation Programme
3
2010Non FIFA
Accommodation Programme
42010
Accreditation & Service
Excellence Programme
1 2010
Verification of Accommodation
stock incl. temporary stock
5 2010
Linkage:Transport &
Accommodation Hubs
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D2010
Responsible Tourism
1 2010
Code of responsible
Tourism
22010
Tourism Awareness
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E2010
Responsible Tourism
1 2010
Communication & Monitoring of Industry
Readiness
2
2010PR Programmes
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F2010
E-Marketing
2
2010Digital Media
32010Social
Networking
42010
E-Marketing campaigns
1
2010Website
5
2010E-newsletters
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THE OTHER SIDE OF MAJOR EVENTS
• Balance opportunities with negative perceptions
• Perception that there will be:• price increases• over-crowding• displacement
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MANAGING PERCEPTIONS & EXPECTATIONS• Hosting major events can stall tourism growth
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MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations
• Integrated planning with provision for interventions
• Get industry & citizens on board & communicate
• Maintain position as value for money destination
• Ensure pricing not exceed peak season pricing
• Use event to counteract seasonality and attract interest from non-traditional markets
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CONCLUSION
Cape Town is Africa’s greatest City and ready to welcome the World.
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